![]() Companies should be selective and should develop relationships with loyal and profitable customers and discourage unprofitable customers to continue doing business with them. The outcome of this work may help managers and researchers gain insights into the theoretical and practical strategic characteristics of digital marketing and its performance measurement.Ĭompanies require building and maintaining customer relationships to achieve excellence in the digital age. The measurement incorporates four perspectives such as customer, business value, internal processes, and growth and innovation. In this article, descriptive comprehension is provided on the measurement of digital marketing performance. To measure the performance of digital marketing campaigns, the article uses the balanced scorecard approach devised by Kaplan and Norton. This article is an attempt to examine digital marketing media and its campaigns and provide a framework to measure the performance of digital marketing. Even then, the marketing performance measurement practices in this field are reported to be less developed. ![]() Companies have been taking significant actions to switch from traditional marketing to digital marketing strategies. The advent of the Internet and related information technologies has initiated the new marketing framework for business and business-related strategies. ![]() Ever since its inception in the early 1990s, digital marketing has received significant attention as marketing strategies in industry and academia.
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